The landscape of India's fashion retail industry is undergoing a dramatic transformation, with speed emerging as the ultimate battleground. As we step into 2026, the demand for instant gratification is pushing e-commerce platforms, traditional retailers, and digital-native brands to adopt quick-fashion models, promising delivery of trendy apparel in as little as 30 to 60 minutes. This shift is fundamentally altering consumer expectations and competitive strategies.
The Rise of Hyper-Speed Fashion Delivery
What started as limited experiments in a few metropolitan areas has now evolved into a full-scale strategic movement across the country. The year 2025 served as a launchpad, witnessing the formal arrival of quick-fashion models that mirror the explosive growth of quick commerce in groceries. This trend is driven by a surge in impulse purchases, particularly for occasion and party wear, which in turn helps platforms reduce high return rates and improve conversion.
Major players have made significant moves. Myntra has expanded its 30-minute M-Now service to key cities including Bengaluru, Mumbai, Delhi-NCR, Hyderabad, Kolkata, and Pune. According to the company, one year after launch, M-Now contributes roughly 10% of all orders in active locations, with customer penetration exceeding 20%. The service utilizes over 80 dark stores to cover more than 940 pincodes.
Not to be left behind, Reliance Retail launched Ajio Rush, offering fashion delivery in under four hours in major cities. Ethnic wear brand Libas partnered with Zepto for 10–12 minute deliveries on select items and also started its own quick-commerce vertical. Even large-format retailer Vishal Mega Mart implemented a store-led rapid-delivery model across more than 650 stores in over 400 cities.
Startups Attract Capital with Speed-First Models
Alongside platform-led expansions, dedicated quick-fashion startups are capturing fresh investor interest and capital by targeting younger, trend-conscious shoppers. Bengaluru-based Slikk raised $10 million in a Series A round led by Nexus Venture Partners to fuel its 60-minute delivery model and expand beyond its home city.
Similarly, Mumbai-based Knot secured over $8 million to grow its network. Knot’s proposition includes 60-minute deliveries with doorstep trials and AI-powered virtual try-ons to address the perennial issue of returns. These funding rounds, typically in the $8–10 million range, highlight investor confidence in startups that can demonstrate solid execution in the hyper-competitive 60-minute delivery space.
Solving the Return Problem and Boosting Economics
A key insight driving this shift is the positive impact of speed on return rates and overall business economics. Digital-first brand NEWME, which runs its own quick-delivery vertical called Zip, has observed compelling trends. Founder Sumit Jasoria noted that over 70% of Zip orders are for outfits needed the same day, driven by impulse buys for parties and events.
"Faster delivery shortens the time between purchase and use, which reduces second thoughts and leads to significantly lower return rates," Jasoria explained. While last-mile delivery costs are higher for quick fashion, they are balanced by lower returns, better conversion rates, and faster inventory turnover. The success formula relies on hyperlocal infrastructure—using dark stores and micro-warehouses—and sophisticated data science to place the right inventory in the right local markets.
Maneesh Kumar Dubey, Vice President of Category Management at Myntra, confirmed that categories like women’s western and Indian wear, occasion wear, footwear, and premium gifting are seeing strong demand on M-Now. The service is also gaining trust for higher-value items, indicating growing consumer confidence in ultra-fast delivery.
2026: The Year of Execution in a Recovering Market
This acceleration in quick fashion coincides with a broader recovery in India's apparel retail sector. Kumar Rajagopalan, CEO of the Retailers Association of India (RAI), noted that after a cautious start with low single-digit growth in early 2025, the sector picked up from August onwards, fueled by festive demand. He also pointed out that fast fashion grew faster as GST cuts made mid-priced clothing more affordable.
Looking ahead, Rajagopalan believes 2026 will see intensified competition where execution becomes the key differentiator. Brands and retailers will need to focus on faster product cycles, sharper inventory control, and even quicker fulfilment. Sumit Jasoria of NEWME predicts that while ultra-fast delivery is currently a strong differentiator, it may eventually become a standard expectation. The ultimate winners will be those who combine speed with trend accuracy, curated styles, and a reliable customer experience.
The battle lines for India's apparel retail market in 2026 are clearly drawn. Quick fashion is no longer a niche experiment but a core expectation, setting the stage for a capital-intensive, execution-heavy war where speed meets style.
